Watch it. Love it. Want it. Protect it.
TikTok Brand Safety Center
We're committed to protecting what makes TikTok unique by building a safe, trusted and responsible platform where people can express themselves authentically and brands can participate with confidence.
Building trust through authenticity
Safe spaces
We continually evolve our policies, moderation and safeguards to reduce harm and support a safe, welcoming environment for communities and brands to thrive.
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Transparent disclosure
As AI opens up new possibilities, we're establishing responsible policies and tools that support transparency and keep people at the heart of the experience.
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Real connections
Creators turn authentic connections into meaningful impact. We help brands find the right fit and form trusted partnerships that deliver real results.
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Get the latest safe-tea
Community Guidelines Enforcement Report
Dive into the latest data to see how violations are detected and addressed, and how TikTok is continuing to strengthen safety across the platform.
Latest TikTok Shop Safety Report
Discover how TikTok Shop protects its marketplace through rigorous seller verification, proactive product vetting, and robust consumer protections.
The next evolution of brand safety and suitability
From expanded solutions to new advertiser controls, TikTok continues to build a more transparent, measurable, and trusted advertising ecosystem.
Safety Center
Explore platform safety on TikTok and the dedicated tools and resources supporting our community's well-being.
Learn more about TikTok's commitment to safety
Your brand safety questions, answered
How do brand safety, brand responsibility, and brand reputation differ?
We see them as connected but distinct. Brand safety protects where ads appear, while brand suitability gives advertisers more control over what aligns with their brand. Brand responsibility is the broader commitment to a responsible media ecosystem, including AI, authenticity, media literacy, creators and sustainability. Brand reputation is how a brand is perceived and protected, including safeguards for trademarks, IP, and brand integrity. Brand safety is the floor; brand responsibility is the direction; brand reputation is the result.
How can I control the kind of content my ads appear next to on TikTok?
TikTok gives advertisers controls to tailor where their ads appear. TikTok Inventory Filter lets you choose from Expanded, Standard, or Limited inventory based on your brand’s suitability preferences, using machine learning to classify content and inform ad adjacency in real time. For more control, Category Exclusion and Vertical Sensitivity can help advertisers avoid specific content categories or topics relevant to their brand. All controls can be managed in the TikTok Ads Manager.
Does TikTok align with recognized industry standards for brand safety and ad fraud?
Yes. TikTok is TAG Brand Safety Certified and TAG Certified Against Fraud globally, reflecting our alignment with industry standards for brand safety and invalid traffic. We also work with industry organizations and initiatives, including Ad Net Zero, to help advance a safer and more responsible media ecosystem.
How can brands collaborate with creators responsibly?
Start with the right creator fit, clear expectations, and transparency. TikTok One helps brands discover suitable creators using relevant criteria such as audience demographics, content categories, and performance insights, while supporting collaboration from briefing through campaign management. TikTok’s content disclosure settings also help ensure commercial relationships are clearly disclosed, giving audiences greater transparency into branded content.
Where can I find TikTok's advertising policies?
TikTok's advertising policies are available in the TikTok For Business Help Center, including guidance on industry eligibility, sensitive industries, ad creative, and landing page requirements. Advertisers must also comply with applicable and local laws, TikTok's Terms of Service, and Community Guidelines. If an ad is rejected, advertisers can review the reason and submit an appeal through TikTok Ads Manager.